targetbay-loyalty

Use when members are going quiet — earning has slowed or stopped, balances are ageing without redemption, members are about to fall out of a tier, or points are approaching expiry. Decides who is worth intervening with, what the intervention is, and where intervening is not worth it.

Use when deciding what a point is worth, what the earn rate should be, how rewards should be priced, whether the programme is affordable, or what to do about rising liability. Also use when redemption is low, when someone proposes expiring points, or when a generosity change is being considered in either direction.

Use when a store has no loyalty programme and is deciding whether to run one and what shape it should take, or when an existing programme is being rebuilt from scratch. Decides whether a programme is warranted at all, what it rewards, how members enrol, and which mechanics belong in the first version.

Use when the question is how a loyalty programme is actually performing — whether enrolment converts into earning and redeeming, where members drop out, how liability is ageing, whether tiers do anything, and whether the programme changes behaviour at all. This is the assessment skill every other loyalty skill routes through; use it before designing, repricing or restructuring anything.

Use when designing, pricing or fixing a referral programme — deciding the incentive on each side, what event qualifies a referral, how and where members are asked, what fraud controls are needed, and whether referred customers are actually worth acquiring. Also use when referral volume is high but the customers do not stick.

Use when deciding whether a loyalty programme should have tiers, how many, at what thresholds, with which benefits, and what happens when a member falls out of one. Also use when existing tiers are not changing behaviour, when a top tier is empty, or when a threshold change is being considered.